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Framework for Targeting Banner Advertising On the Internet
Maui, Hawaii January 03-January 06
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/HICSS.1997.66339730th Hawaii International Conference ...
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Katherine Gallagher, Jeffrey Parsons, "Framework for Targeting Banner Advertising On the Internet," Hawaii International Conference on System Sciences, vol. 4, pp. 265, 30th Hawaii International Conference on System Sciences (HICSS) Volume 4: Information Systems Track - Internet and the Digital Economy, 1997.
 
 
BibTex
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@article{ 10.1109/HICSS.1997.663397,
author = {Katherine Gallagher and Jeffrey Parsons},
title = {Framework for Targeting Banner Advertising On the Internet},
journal ={Hawaii International Conference on System Sciences},
volume = {4},
year = {1997},
issn = {1060-3425},
pages = {265},
doi = {http://doi.ieeecomputersociety.org/10.1109/HICSS.1997.663397},
publisher = {IEEE Computer Society},
address = {Los Alamitos, CA, USA},
}
 
 
RefWorks Procite/RefMan/Endnote
x 
 
TY - CONF
JO - Hawaii International Conference on System Sciences
TI - Framework for Targeting Banner Advertising On the Internet
SN - 1060-3425
SP
EP
A1 - Katherine Gallagher,
A1 - Jeffrey Parsons,
PY - 1997
KW - null
VL - 4
JA - Hawaii International Conference on System Sciences
ER -
 
Katherine Gallagher, Faculty of Business Administration, Memorial University of Newfoundland
Jeffrey Parsons, Faculty of Business Administration, Memorial University of Newfoundland
Constraints that limit accurate targeting of advertising in traditional media may not hold in cyberspace. This paper presents a model for effectively and efficiently targeting hypermedia-based banner advertisements in an online information service. The model takes advantage of information technology to micro-target banner advertisements based on individual characteristics of users. A simple version of the model, which has the virtue of ease of development, is presented. Enhancements are also proposed. These require more effort to develop, but may lead to even more precise targeting of advertisements. Implementation of this framework may benefit both online advertisers and online consumers.
Citation:
Katherine Gallagher, Jeffrey Parsons, "Framework for Targeting Banner Advertising On the Internet," hicss, vol. 4, pp.265, 30th Hawaii International Conference on System Sciences (HICSS) Volume 4: Information Systems Track - Internet and the Digital Economy, 1997
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